Who is your client? What are its media goals?
Tim Schramm: Milk-Bone, the dog snack maker owned by Del Monte, celebrated its 100th anniversary this year with a campaign aimed at reigniting the brand with consumers through a series of initiatives celebrating “Milk-Bone Moments” between pet lovers and their dogs. So we were always on the lookout for opportunities to deliver that message.
What made The Washington Post a good hit for Milk-Bone? How did you pitch the editors there?
Schramm: The Washington Post is not only the paper of record for all things politics, but its coverage is read by editors across the country.
One of our team members noticed that during [President-elect] Barack Obama's [victory] speech, he said he intended to... add a dog to the family. We quickly stepped in with a promise to provide the new first pet with free Milk-Bones for life, and pitched that to the Post's Reliable Source column.
Did you have to set up any interviews? What other information did you provide to help clinch this placement?
Schramm: No, there was no need for an interview. We did do a few follow-up phone calls and provided some background information on the 100th anniversary, but it was the offer itself that... got us in the column.
What was the impact of the hit?
Schramm: [It] immediately triggered interest from other outlets, including... CNN, which mentioned it that day. This campaign was created [as] our firm was publicizing 100 finalists in the “Make a Milk-Bone Moment” contest, so the client was pleased with our ability to incorporate this opportunity.
Name: Tim Schramm, SVP at Coyne PR (Parsippany, NJ)
Placement: The Washington Post, November 14
Pitch timeline: Less than two weeks